R&T HELPED BRITISH APPLES TO RECLAIM THE TOP SPOT AS THE NATION’S FAVOURITE FRUIT
THE NATION’S NO.1
Apples regained the top spot as the UK’s favourite fruit
Up by +21% in some of the retailers who got involved
Reach equivalent to every UK consumer seeing British apples at least three times
English Apples & Pears (EAP) came to us with a clear mission. Shake up the promotion of British Apples & reclaim the top spot as the nation’s favourite fruit.
Our start point was to get right to the core of consumers’ attitudes to apples & figure out what mattered to them most. The upshot? We needed to tap into the power of ‘positive Britishness’.
THE IDEA & EXECUTION
We rebranded EAP to Great British Apples & Pears – and whipped up a cross-channel communications campaign to champion provenance, sustainability & health through a combination of PR, social media, industry engagement & in-store activations.
Milestone moments? Opening the doors to the first Great British Apple store to unveil EAP’s fresh new look – triggering huge promotional campaigns with Booths, M&S and Ocado.
Oh, and we also lasered the faces of some of the UK’s most-loved TV presenters onto apples. This fruity move sparked coverage on the BBC, in The Times & Telegraph, and on This Morning. Twice.